The Influence of Voice Assistants on E-Commerce Consumer Buying Power

The rise of voice search technology has transformed the way consumers interact with e-commerce platforms, allowing users to search for products through voice commands without directly engaging with their devices. Despite its growing global popularity, research on its impact remains limited, particularly in Indonesia, where voice assistants are still emerging. This study investigates the impact of voice search on consumer behavior in e-commerce using data from 286 respondents collected via Google Forms and analyzed with SmartPLS. The questionnaire was distributed through social media. Seven hypotheses were tested using structural equation modeling (SEM) to determine causality. The results indicate that four hypotheses were rejected because playfulness and empathy negatively impacted interactivity, and assurance and interactivity negatively affected sustainable use intention. The other hypotheses had positive effects. The study is limited by its small sample size, mostly students from Jakarta, and the low public awareness of voice assistant technology.